Budweiser has launched a new campaign in India with the return of its ulta-iconic “Whassup” ad that first launched in 1999. In light of India’s lockdown policies during the COVID-19 pandemic, the one-minute film was produced entirely online, with scenes self-shot by popular comedians in the at their homes.
The spot, which was conceptualized by Animal, features popular Indian comedians Rohan Joshi, Rahul Subramanian, Urooj Ashfaq, Kaneez Surka, and Abish Mathew.
As it takes place during lockdown policies across the country, the brand wanted to emphasize the importance of staying safe while also bringing people together to “celebrate friendships while apart.” The spot ends with the tagline “Buds are essential. Meeting them isn’t.”
“We understand that the lockdown, implemented for the public good, has limited social activity,” said Alexander Lambrecht, VP marketing – South Asia, AB InBev.
“Now as restrictions are winding down, many are eager to step out and meet their friends. While we do understand the sentiment, we wanted to underscore the need to continue physical distancing. The Whassup campaign reinforces this messaging, even as, staying true to our credo, we bring people together and celebrate friendships while apart. We are grateful to all our partners, who worked tirelessly despite the challenges, to bring alive the essence of the film. The health and safety of our stakeholders are of utmost priority to us, and we are confident that we will win this together.”
Original returns in America for quarantine.
Budweiser last month released an updated version of the classic for the American market. Check it out: